"The death of excellent purchase" inevitable: The hundred Li Electric business has many mishap

Recently, the loss of senior executives to buy a serious network again hit, July 17 news, according to the network insiders confirmed that the network COO Zhangxiaojun will leave, is currently processing exit procedures. As the elder of the Zhangxiaojun, the separation of the former has more index meaning, and the network of excellent purchase did encounter a serious crisis.

First of all, a review of the excellent purchase network of the Hundred Li International Electric Business Road:

Hundred Li in a few years ago to test the hydro-electric business has been a low-key posture, through Taobao distribution, the cat and the business of three legs steady development (the business distribution through the Amoy network to complete the order), by the group of senior figures-Xiayunli led a not-luxurious Corps team first in the sale of Belle-branded goods in the way, Follow-up on the line for the network for the exclusive, and then the network of new brands, this development path to 2011 years ago was considered more than Li Ning Walk more solid traditional brand enterprises to enter the successful case.

With the 2010 with the Lok Amoy network, after buying hundreds of billions of dollars in financing and rapid development, the two suppliers to the hundred Li Group to sit down, on the one hand, worried that they are again subject to the channel, on the other hand, the assessment after the discovery of their own in the field of electrical business has a huge development advantage, these advantages include:

One, a large number of brands: In addition to Belle own several major brands of women's shoes, followed by the agency's internationally renowned sports brands-Adi, Nike, etc. in the network sales situation with astonishing rapid growth;

Second, the category expansion is easier: as a women's own brand, deputy well-known sports brand hundred Li Group, how through multi-brand and multi-category to achieve absolute market dominance and market position has become the most thought in these years. Offline Open Shop expansion of the brand and the way the category is obviously too slow, and has been operating in the electric business can easily expand the brand but can not quickly expand the category;

Third, the capital advantage: in with the electric business enterprise Cooperation process, hundred Li found that the electricity business is capital-intensive businesses, and Belle Group in the capital advantages can make it does not rely on capital to develop, this will inevitably be able to defeat more must rely on the capital of the vertical electric quotient, become "the remainder of the king" that one.

Four, the talent advantage: through several years of electric business practice, already has a strong executive power Corps team, talent training can deal with the scale development of electric business or higher.

Five, the supply chain advantage: This let hundred li innermost feelings extremely excited, also is it attracts more brand electric trader or the platform electric business Executives ' core reason, after all, for the electric business, the supply chain thing always fascinating, because this seems to be in addition to the Fund decides the life and death part. Supply chain includes commodity research and development, commodity production, warehousing management, distribution and after-sale and so on a series of "business" content. In the heavy "business" light "power" of the traditional enterprises, which is considered to be the most superior to the electric business enterprise's competitive advantage.

So on top of these advantages, the hundred Li Electric business decided to do a big fight, first buy yougou.com such a double spell domain name,

will be slightly cottage "topshoes.cn" Amoy show net directly discard as a jump, all distribution website stop supply, although keep Taobao, day Cat mall such as the direct Camp third party shop, but input and attention to a smaller degree. High-paying high-profile dug to the Beijing-East VP and every guest VP CMO and COO, and then sent the group official CEO, constitute the Golden triangle. Try to create a general merchandise category of vertical shopping mall, on the one hand to achieve the strategy of multi-brand implementation, on the other hand to the clothing and other categories of expansion, to achieve the line is impossible to achieve the department store Empire Dream!

It all sounds very good, but no matter who's dream needs to shine into the backbone of the reality, the reality is:

One, independent of the higher technical requirements of the company: the Shenzhen headquarters in the hundred Li can not recruit more and more excellent technical personnel, technology outsourcing services companies in Shenzhen is scarce. But the technology determines the user experience, determines the background of the management efficiency and more reliable data, independent of the consumer is dynamic technology, and the original ERP and other relative static technology, the continuous change is still a lot of traditional enterprises are not past the threshold;

Second, the expansion of the category of management difficulties: Once someone said good shoes can be good men's shoes are difficult, this estimate hundred Li in the expansion of men's shoes should be a deep feeling. Just a year to expand to women's and jewelry imagine the back end will encounter what kind of difficulties, for the traditional brand enterprises accustomed to careful, this rapid play every guest in the special period of time effective, where the system can be understood, and the east, Belle although have the COO and Jingdong CMO, but whether to be understood and to "Exaggerated cost" implementation is to play a big question mark!

Third, the system: This problem many people do not cross the electrical business and traditional enterprises difficult to understand, to put it bluntly, it is the departmental setup (organization), examination and approval, finance and budget, reporting mode, corporate culture, communication mode, execution mode, risk control, process system and so on, which constitute the so-called "mechanism" of an enterprise. The result of this conflict is that the electrical business is trying to convince the "system" of the electric dealer, while the traditional team tries to understand but never understands that the "system" of the electric trader leads to inefficiency and instability of the execution team. Eventually, the Chairman or the Board of directors will either: "Electric and traditional enterprises have advantages and disadvantages, the future must be integrated, so in these areas you must also be integrated ...", if this so-called "melt without and" after the emergence of the so-called management mode of innovation, so "CEO rotation system" incredibly in the hundred Li such company appeared!

The original thought hundred Li Electric Company's excellent buys the net already a ride dust, several big executives wait for is splits the listing to enjoy the success, the wealth numerous traditional enterprise in the electric Business Times successful Road case glory, but not in these mishap in front of the knot of grief.

After all, whether it is and hundred Li grew up the elder or was dug Horn professional VP, can see they are not the ability to leave, when the Beijing east to the VP back to Jingdong still can continue performance, when the VP has the courage to venture. So the mishap is not above these three points? Or is this not just the Belle's mishap, but also the mishap of many traditional companies trying to enter the electricity business?